Consider the marketing industry influenced.

Influencer marketing spend increased 21.5% in 2022 to $29 billion and is expected to go up 17% this year, reaching $34 billion, a report from media research firm PQ Media found.

The majority of that spend—about 76%—came from the US market, but PQ expects that share to shrink closer to 68% by 2027 as influencer marketing gains traction worldwide. India was the second-fastest-growing market in 2022, followed by Japan. PQ Media uses “proprietary econometric methodology” to forecast industry growth.

PQ found that the recent surge in influencer spend was driven by factors like an increase in time spent on social media by millennials and Gen Z, as well as an increase in the number of influencers, a majority of them nanoinfluencers with fewer than 10,000 followers.

According to the report, microinfluencers were the fastest-growing category within the sector last year, up 30.5% from the year before compared to macroinfluencers at 27.7%. Microinfluencers are typically defined as those who have between 10,000 and 100,000 followers.

Read the full story here.—KH

When was the last time your brand got the answers you were looking for?

If you need a li’l help getting the info you need to reach your target audience, link up with SurveyMonkey.

SurveyMonkey helps you craft the perfect survey so you can build a brand your customers love. They’ll help you:

• reach customers and tap into global audiences
• track the metrics that can make or break marketing initiatives and impact business
• get insights to inform brand and creative strategy so you can create winning campaigns
• move more customers through the funnel

To get the right answers, you need to ask the right questions. Sign up for free and create your first survey from scratch, or use templates created by experts.

Immerse yourself in insights.

When the Leagues Cup—an annual tournament between the clubs of Major League Soccer in the US and Liga MX in Mexico—started in 2019, it got off to a bumpy start.

For starters, some sports outlets described it as “meaningless,” while others called it a “cash grab” on the part of its organizers. Then Covid hit, and the 2020 event was canceled.

This year, its organizers made some changes in hopes of improving its stature in the world of soccer. The competition now includes all teams across both clubs, and the top three teams qualify for the Concacaf Champions Cup (a qualifying tournament for the FIFA Club World Cup) while receiving prize money—over $40 million in total this year. Both leagues also paused their regular seasons, allowing for multiple games a day.

“Part of the evolution in trying to make this very meaningful was to make it part of the global soccer ecosystem,” Camilo Durana, EVP of Apple partnership, properties, and events at MLS, told Marketing Brew.

But all that work would have been for naught without a marketing plan to make sure fans knew to watch.

Keep reading here.—AM

After a record hot and smoky summer, it’s finally starting to cool down in New York City. But that doesn’t mean climate activists are turning down the heat.

Clean Creatives released its third annual “F-List” with an accompanying ad campaign in NYC on Tuesday, calling out the agencies that work with fossil fuel companies and are thus contributing to the climate crisis.

Report card’s in: According to this year’s findings, WPP has the most fossil fuel contracts of any holding company—55—followed by Omnicom with 39. Stagwell was the only holding company with no fossil fuel contracts, according to the report.

Ogilvy topped the list of holding company agencies with the most contracts, amounting to at least seven, including BP and the American Petroleum Institute. Marketing Brew reached out to WPP, Omnicom, and Ogilvy for comment, but hadn’t heard back by the time of publication.

According to Nayantara Dutta, research director at Clean Creatives, 296 agencies held more than 500 oil and gas company contracts in 45 countries between 2022 and 2023.

“This shows that, despite agencies’ net zero promises and sustainability pledges, they continue to promote the oil and gas industry,” she said. “We share our data publicly to encourage transparency so that creatives at agencies can learn who they are actually working for and have the tools to take action.”

Continue reading here.—KH

There are a lot of bad marketing tips out there. These aren’t those.

An a day: Digiday looked at the state of Apple’s advertising business.

Primer: Quick tips for using Meta’s carousel ads.

Measure up: TikTok has rolled out attribution analytics to help marketers measure campaigns.

Go omnichannel: Creating and publishing content shouldn’t be that hard. Contentful’s Marketer’s Guide to Composable Content has the insights you need to create distinct content experiences across all your digital channels. Get the guide.*

The influence of influencers: Partnerships can be a game changer for a growing brand. Learn how this fitness drink company leveraged influencers to spark massive growth in our latest article, sponsored by Tagger.*

^{*A message from our sponsor.}

Stat: US political ad spending is expected to hit $12 billion during the 2024 election cycle, according to a report from Assembly. Pour one out for the swing staters who’ll soon be able to memorize every campaign ad.

Quote: “I would not say Google search ads are a must-have for any advertiser...We are losing share to other new entrants.”—Google advertising executive Jerry Dischler while being cross-examined in the Department of Justice’s antitrust case against the big G

Read: “How Glossier made effortlessness a billion-dollar brand” (The New Yorker)

Another read: The brave folks at Hell Gate tried the Ice Spice Munchkins drink at Dunkin’.

Join us tomorrow to discover the keys to success in the ever-evolving world of digital marketing. In this virtual event, we’ll dive into the AI-driven revolution that is reshaping marketing strategies and gain valuable knowledge on the latest tools empowering today’s digital marketers.

Register now.

Investing involves risk, including risk of loss.

Fidelity and Morning Brew are independent entities and are not legally affiliated.

Fidelity Brokerage Services LLC, Member NYSE, SIPC, 900 Salem Street, Smithfield, RI 02917